The SaaS Landing Page Blueprint

Table of Contents
How to use this book 5
How to Find the Message that Will Attract More Customers 7
What’s the best target to sell to? 8
Who should you sell to? 9
Who could benefit from your product the most? 9
Who’s already paying you for your product? 9
Who’s bringing 80% of the revenue? 10
Who’s already spending money trying to fix a problem (or get a

benefit your product offers)? 10
How to Find the Problems People are Willing to Pay for 11
Explaining the problem and conversions 12
Who should do this exercise? 13
How to find these problems 13
Which problems are your customers willing to pay for? 16
If you have customers already, what are they actually paying for?
16
Why do people fail to fix their problem on their own? 17
How to Turn Problems into Benefits 18
What Are The Added Benefits People Would Pay for? 20
What’s unique about your product? 20
What’s the result people want? 20
The SaaS Landing Page Blueprint 1

Objections: People are on the edge of converting but they
hesitate… 22
What Objections Do Potential Customers Have? 23
What are the frequent questions regarding the product? 23
Which of those questions are related to things that are keeping

people from signing up? 23
What common misconceptions do people have about the

product? 24
Why do they hesitate to take action? 24
How to Speak Your Customer’s Language (to convert more of

them) 26
Don’t try to be a “smartass” 27
What Are The EXACT Terms Your Customers Use? 29
What did you learn from sales calls, questions and/or competitor
analysis? 29
How do people describe the problem? 29
How do people describe the (possible) solution? 30
The Formula for a Conversion Driven SaaS Landing page 31
Header 34
Initial Social proof 34
The Problem 34
How it Works 35
Reinforcing the benefits 35
More Social Proof 36
Final CTA 36

Alternate CTA 37
Defining all of the copy 38
The headline approach 38
Supporting the headlines. 39
Some words about pricing pages... 40
Creating the “perfect” pricing page 41
Using Reference to Improve Your Results 43
How to use reference properly 43
How to gather all of this reference 44
Create Your Badass Landing page For SaaS 46
#1 - Map out the structure of your page 46
#2 - Re-use your answers 46
#3 - Define the titles for the entire page 46
#4 - Define the images 47
#5 - Finish the copy 48
Don’t get stuck! 48
False Beliefs & How Their Are Holding You Back 50
Myth #1 - Increasing Conversions 50
Myth #2 - Industry standards 52
Myth #3 - Small tweaks, magic results 53
Myth #4 - Analytics 54
Myth #5 - Split testing 55
Myth #6 - The Buyer’s Journey 56

Myth #7 - The Launch Mindset 57
Myth #8 - Marketing Channels 59
Myth #9 - The “hypocrite” 60
Conclusion 62
About the author 63

How to use this book
I’m sharing with you my “redesign” process that has helped
companies ranging from consulting with small SaaS
startups to huge redesigns of 8 figure SaaS Companies (by
myself).
It contains my EXACT step-by- step process that I’ve used

with all my clients.
Including actionable exercises that you can use with a

Google Doc. Once you do these exercises, the answers to
the questions will give you all of the content for your
Landing page!
Isn’t that crazy?
That’s my goal...Once you finish the book you will be

able to create a great SaaS Landing page.
Oh… and I’m not giving you BS principles that are very
specific and wouldn’t work with every company...
All of the content in this book is universal and timeless.

You can use this book for reference time and time again,
regardless of how the tools and “tactics” change over time!

How is this possible?
Technology changes rapidly but human nature simply

doesn’t!
I’m not even giving you anything new, instead, I’m focusing
on the timeless principles that the best Marketers and
Copywriters of all time took years to figure out in their own
field.
I’m simply applying it to SaaS companies and with great

success so far! (Shit...don’t tell anyone my secret!)
This book is giving you the tools to a $10,000 redesign

(worth even more in results) but it’s still your job to take
action on it and I sincerely hope you do! ;)
Hope you enjoy this book!
- Pedro

Chapter #1 - Positioning
How to Find the Message

that Will Attract More
Customers
This is probably the most powerful exercise you can do.
You see, knowing exactly where you stand in the market

comparing to other competitors and understanding the
deep underlying problems that people want to get fixed it’s
something that many SaaS Companies are very far from
achieving.
It’s NOT about the copy, the colors, the fonts or whatever
the hell you might think has an impact...
Instead, it’s all about finding out the problems people are
willing to pay for so you can deliver a message that they
can understand and make them feel the product will solve
their problems.
That’s what I’ll be covering in chapters #1 and #2 btw.

These are the real (only) reasons people convert. I’ll
challenge you to think about those before you even think
about the page at all.
Who should you sell to?

God...I wish this didn’t sound so obvious but this is in fact,
one of the most powerful questions you can ask yourself.
Not one of my clients (big or small) had this fully written

down and crystal clear...Even companies doing multiple 8
figures!
This is all about finding out which type of people would

benefit the most and therefore pay the most for the product.
The following exercise will help you figure out if the product
you’re selling it’s being sold to the right people at the
moment.
Sometimes the biggest increases in revenue came

from these questions alone!

Exercise #1
Who should you sell to?

It’s important that you write as many things as possible
without a filter because you can review everything later!
You can find the template to answer this exercise here.
Who could benefit from your product the

most?
Imagine you’re selling a tool to get feedback from
customers...Who would need the product the most?
Someone who has a high churn rate, someone who has a
high potential to do up-sales or someone who has a low
customer LTV?
Only focus on selling to the ones who will value it the most,
it’s always an easier sell and will (most likely) generate the
most revenue with the least hassle!
Who’s already paying for the product?

Let’s say you have several different niches of companies
getting customer feedback (just an example), which one
was the easiest to sell to and got the most value?

Who’s bringing 80% of the revenue?
You might notice that the companies that are the easiest to
sell to are also the ones bringing most of the revenue...
Why bother with the rest?
This will tell you which people to focus on in your

messaging, the more specific you can be, the better.
Who’s already spending money trying to fix

a problem you can solve (or get a benefit
your product offers)?
If someone is already paying to try to fix a problem it’s
because they already feel it’s worth paying for, you don’t
have to convince them that much!
In this example, we could ask ourselves who’s spending

money getting customer feedback manually or not 100%
automated? (Again, imagining we’re selling a customer
feedback tool for this example…)

Section #2 - Messaging
How to Find the Problems

People are Willing to Pay for
In the SaaS world where your product is supposed to be
useful...100% of people are paying to get a problem fixed,
that’s it!
Because of this the messaging needs to be about the

problem it fixes and the results it can get (by fixing the big
problem).
It’s unbelievable that I hardly see anyone doing this right!!!
People need to go to your page and picture themselves

using the product to fix their problem.
These are psychology principles that were explored

decades or even hundreds of years ago... How the hell is
nobody using them?
Introducing the problem is probably in every sales copy

“formula” ever!

Why? Because why should people buy if they don’t think it
fixes their problem? Or worse, if they don’t understand
which problem the product is fixing...
Trust me, if you don’t do this right very few people will
convert :(
Basically only the ones who are so desperate to solve their

problem as they would try any product...
Imagine how much potential revenue is being wasted

by this mistake alone!
Explaining the problem and conversions

There are 2 big reasons why people don’t convert.
(and no, it’s doesn’t have to do with the color of a button)
1- They don’t think the product could solve their problems.
2- They don’t think the product solves a big enough

problem or the “right problem”.
So take a look at the website you’re coming up with or even

just the way you’ve been describing the product to potential
customers…
Which of these mistakes are you making?

Who should do this exercise?
EVERY COMPANY, period!
I do this for every single one of my clients and I don’t care

how well they think they know their customers as I always
end up finding out new things that can get massive results
over time.
If you already have customers, don’t get me wrong...
I’m not saying your product is not already fixing problems or

that you don’t know which ones they are!
I’m saying you need to find the problems worth fixing in

the perspective of the customer if you want them to
picture themselves getting results from it.
This applies to you regardless if you have customers yet or

not.
It’s a “Sell them what they want and give them what
they need” kind of thing ;)
How to find these problems

People already told you what problems they need to get
fixed but you just weren’t listening, the right way at least :)

You see, people already told you what problems they have
but it might have been subtle even though they’re
everywhere!
You can find the problems people want to get solved in the
way they describe them in places like:
Product reviews: In the good ones you’ll find benefits and

in the bad ones you’ll find the problems people had and still
didn’t get fixed. Check if your product could fix them.
Demo/Sales calls: These are the best option you could

have! If you can record these you can literally review the
questions people had, their objections, the terms they use
and even ask specific questions to get more information.
Trust me, I do this myself and it’s impossible to notice 90%
of it while on the call (you’re too engaged in the
conversation), you can only spot most of them once you
review the recordings.
The FAQ’s: It could be both frequent questions and

support questions you get when someone is being
onboarded. These questions can reveal common
misconceptions and some objections keeping them from

converting like how easy it would be to move from their
current tool to the product you’re offering (just an example).
Comments/questions from articles, videos or any other

content marketing efforts.
Amazon best sellers: Look at the the best sellers

regarding a certain problem and their table of contents,
they already did the research work to become a bestseller
so you might as well take advantage of that ;)
These are great to get a high level overview of the problem

your solving and find how other people are selling products
to fix this, what are the problems people complain about
and what are the results they want.
Looking at the reviews of these books is also essential to

get this information.
Competitor's analysis: reviews, comments, questions

anything that will help you get more information. It’s the
same principle as the ones above but instead of using your
company’s info you just use someone else’s.

Exercise #2
Which problems are your

customers willing to pay for?
You can find a template for this here (so you don’t have to
copy and paste).
If you have customers already, what are

they actually paying for?
Try to look back at the conversions, emails or questions
people had about the product and check what are the top
problems people paid for.
E.g. They wanted to increase customer satisfaction but

there’s was no other tool that would do something that your
product does.
Basically: What made people actually make the decision to

buy? To fix which problem?

Why do people fail to fix their problem on
their own?
In other words? What’s wrong with their current way of
doing things? You’ll need this to compare it to your solution.

How to Turn Problems into

Benefits
Awesome, you now understand which problems people are
really willing to pay for.
Now it’s time to figure out what are the outcomes of fixing
the problems you’ve discovered and you how the product is
related to them.
Why turn them into benefits?
The principle behind this is that you need to explain the

problem your solving before even describing the solution.
Most of the times it would be the exact opposite of the
problems described.
There are 2 parts to this:
1 - By explaining the problem you’re reminding them of the

pain points (and how much they want to fix them) while
making them feel you truly understand their issues,
therefore, creating authority.

2 - Explaining the solution as the exact opposite of the
problem and then using the benefits to emphasize how
good it is. This makes the product seem like a perfect fit
for them.
For example, you can say that it fixes X and Y problem and
the added benefits could be that the product is faster,
easier, integrates with the tools they’re already using,
works X number of users or whatever benefits you can
identify during this next exercise.

Exercise #3
What Are The Added Benefits

People Would Pay for?
copy and paste).
What’s unique about your product?

In other words...What are the benefits or features your
product has that others don’t?
E.g. Let’s say you find out people are using Google Docs
for a task, you can mention that you have a seamless
integration for it.
What’s the result people want?

In other words...What’s the outcome (or outcomes) of fixing
their big problem?
E.g. Imagine we’re selling a customer feedback tool...Why

would someone need that feedback? It could be:
- Upselling customers -> More revenue per customer

- Getting reviews or social shares -> Getting more sales
(mostly for free).

- Identifying problems with the product -> Avoid losing a
customer.
- Getting more feedback for their customers -> Use that
information to create more/better products.

Objections: People are on

the edge of converting but
they hesitate…
Objections are simply a set of questions that people will
have related to their buying process.
When it comes to objections it’s very simple...if you don’t

answer them, visitors will be considering converting for way
too long and they might actually never do it!
So how can we fix this?
Well, we just have to answer these objections throughout

the entire website.
These questions are related to how a particular feature

works, if the product includes a certain feature or
something that people are generally concerned about.
I’ll tell you later on in this chapter where you should answer
these objections but for now, you’ll focus on identifying
them.

Exercise #4
What Objections Do Potential

Customers Have?
copy and paste).
What are the frequent questions regarding

the product?
This is the best place to find your objections. For every
person that asks there’s probably 20 more that didn’t bother
to do the same and just left the website without converting.
Which of those questions are related to

things that are keeping people from signing
up?
Not all frequent questions will be useful so focus on the
ones that are related to signing up or buying. Look for
keywords like:
- Does it include “X”?

- What do I get with this plan?
- Is it better than <tool/method their currently using>?

- I don’t see how it fixes “X problem”... This is a good
way to see if you found the right problems people are
willing to pay for or not, if you do it right, you won’t get
this question often.
- I want to learn more about “X feature”. This reveals a
concern that you might need to address in your
messaging if it’s common enough.
What common misconceptions do people

have about the product?
This is the easiest one. Try to find out what the
misconceptions are so you don’t confuse people.
E.g. People might have misconceptions mostly around

what problem the product fixes or how it fixes it (which can
also be a huge factor).
Remember, confused people don’t buy!
Why do they hesitate to take action?

This example is more common during demo calls where
someone is explaining the product and the prospect seems
very excited but then doesn’t take action to sign up.
What are the reasons they hesitate to convert?

This usually holds their biggest objection so it’s important
you try to find out what it is.

How to Speak Your

Customer’s Language (to
convert more of them)
This is so important...This is the difference between bad
copy and the best copy ever!
It’s not how you say it but what problems or benefits

you describe using a language the customers
understands!
Several of my clients are technical founders selling to

SMB’s and to be honest, all of them committed this very
mistake.
Think about it...If you’re selling a technical product to

non-technical people, can you imagine how hard it is to
understand?
It’s literally like a different language to them!
Here’s a simple but extremely common example:

Using “Start your free trial” instead of “Try for free for 14
days” or “Schedule a demo” instead of “Book a free
demonstration.”
This example is very subtle and that’s why I used it.
If you make this mistake with a button, imagine how

hard the rest of the website is to understand!!
That’s why we need to find the exact terms people use to

help them understand the product perfectly (covered in the
next exercise).
Don’t try to be a “smartass”

Customers might ask dumb questions or use the wrong
terms to describe their problem, but that’s not their fault,
they don’t know better!
If they use the wrong terms don’t feel the urge to correct
them, keep it that way and learn from it.
That’s why they buy in the first place...If they knew better
they wouldn’t pay to get their problems fixed, they would
simply do it themselves!

Take notes on how they describe their problems and try to
spot the patterns.
Notice what common words show up and in what order

they come up.
To summarize this point: It’s hard for them to articulate a

problem that they might not fully understand or they simply
don’t understand what would fix it.
That’s not their job anyway, it’s yours!
This might sound like a ton of work but it really isn’t...
Imagine the trust that you can create by being able to

explain the problem better than they do? That creates a ton
of authority!
All of this covered in the next exercise...

Exercise #5
What Are The EXACT Terms

Your Customers Use?
copy and paste).
What did you learn from sales calls,

questions and/or competitor analysis?
Look back at the data you have from past customers or
merely from normal research (if you don’t have customers).
What are the terms they most commonly use?
How do people describe the problem?

What are the specific terms they use to describe their
problem?
E.g. You might be pitching on the website “We help you

reduce customer churn” when the customer describes their
problem as “I want to stop losing 10% of my
customers/revenue every month”. The latter is way more
specific and therefore more effective when communicating
with the ideal customer.

How do people describe the (possible)
solution?
E.g. You might be pitching “Improve customer satisfaction”
when the customers describe it as “I want better reviews”,
see the difference? Always adjust to the words they use!

Section #3 - The Structure
The Formula for a

Conversion Driven SaaS
Landing page
If you’ve done the exercises from the previous chapters
you’ll pretty much have all of the content needed to create
a great SaaS Landing page.
Now we will use a formula to create your page. A formula

that I’ve spent years perfecting into something that is
flexible but also very predictable.
You might think every case is different so it requires a

different landing page…but that’s not true!
When it comes to SaaS, people are making utilitarian

decisions to buy which is a fancy way physiologists say
“they buy a product because they want to use it to fix a
problem” (unlike any emotional choices like buying a dress
for example).
Having this formula makes it easy for you to come up with

great pages every single time!

It eliminates the guesswork and therefore, it eliminates
75+% of the time it takes to create something that works
well.
It’s very important, especially if you don’t have that much

experience creating pages that perform well, to follow the
formula step-by-step without reinventing the wheel,
otherwise you’ll probably just get worse results.
And guess what? I’ll teach you this formula and I’ll break
down every piece of it during the next few pages.
Take a look at the preview/cheatsheet on the next page...
You can also see the differences between the cheat sheet
and a fully designed page using free this tool I came up
with.

For the title: What does the
product do?
Header
Below add a description, a CTA
and maybe a preview of the
product
Logos of the companies using the

product or some stats with big Initial social proof
numbers
Explain the problem people pay to

fix.
The Problem
Explain why it happens and why
they can’t fix it themselves
What’s the solution to the product

you mentioned?
How it works/Solution
How does it work? Use a high
level overview, 3-5 steps is ideal
What’s unique about the product?

What are the benefits or features it Reinforcing the benefits
has that others don’t?
Put testimonials here. Make sure

they are result driven. E.g. “We More social proof
improved our productivity by 40%”
Show the CTA again so people

have the chance to convert before Final CTA
they leave
Demos, articles, lead magnets or

anything that can convert people Alternate CTA
long term
Header
Aka top of the page...This section is all about setting good
expectations.
A good first impression enables you to have the time to

educate your visitors on why you have the best solution for
their problem.
If you don’t do it right you might lose up to 90% of the traffic

here.
Initial Social proof

Right below the header you want to have a glimpse of the
your company is trustworthy or that it actually works.
Normally some statistics around how many customers it

has (or any other high number you can through in). Most of
the times well-known company logos are used here.
If the company logos you’re showing are not well-known in

the eyes of the customer then I would not use them
altogether as it creates the impression that you’re “playing
big” or that the product is not tailored from people like them
(or their company).

The Problem
As I mentioned before, this is probably the most overlooked
thing in most SaaS Landing pages!
This section is a great opportunity to remind the

visitors/potential customers of how painful their problem is
and how much time/money they are losing by not fixing it.
This creates an amazing impression that you know their

pain points and that this solution is tailored for their needs
which will make it much easier to sell!
How it Works
This is what you tend to see more on SaaS landing pages
even though companies hardly get it right...
It’s the best place to introduce how the product is easy to

install, faster, better or whatever benefits you bring to the
table while fixing their problem (that you’ve compiled from
the exercises before).
Reinforcing the benefits

Remember some of the objections and benefits we’ve
identified before?

This is best used as a complementary section to the “How it
works” to answer some quick objections regarding how
easy your tool is to use, move from other tools or if it would
handle their requirements (features, team size, bandwidth
and so on…).
More Social Proof

Now that you have shown how amazingly beneficial the
product is, it’s time to show or reinforce that a lot of other
people (that can be relatable to your target customer) are
getting the results your ideal customer wants from your
product. Super powerful stuff!
It’s not about the simple “Awesome tool” but something

results driven like “We saw a 40% increase in efficiency
due to X feature”.
The more specific and result driven the more trust it

creates!
Final CTA
Let’s face it, your landing page is awesome and some of
the visitors are almost sold on the product but you need to
make sure you have a nice and convenient call to action to

capture those leads right when they are the most likely to
take action.
Some of these people just need an extra push and

reminder of the CTA to get them to convert, especially if
you make you make the CTA seem low commitment.
For example, if you have a free trial you can say “The first
14 days are on us” or for a demo “Have questions? Book a
free demo with our team”.
Alternate CTA
Regardless of how good the page is some people are just
not ready to buy right now, which is super common and
doesn’t mean they won’t buy in the near future!
These lower commitment alternate CTA’s enable you to still

capture those leads and be able to follow up with them until
they are in the right stage of the sales process. The most
common method to follow up with these leads is through a
drip email campaign.

Defining all of the copy

There’s a big misconception about how you should come
up with the copy of the Landing page or any page for that
matter.
You don’t need to craft it perfectly nor will people read most
of it (not even close!).
Yeah, that’s the problem. People have the attention span of

a goldfish these days and you need to find out how to
capture their attention right away.
To fix this I use what I call the “the headline approach”.
The headline approach

A website is not a newspaper. People don’t have to read
beyond the title to get the full story (and most likely they
won’t even care), plus on a website, they are full of
distractions like images, other links or the billion tabs they
have opened.
People are literally one click away from never coming

back. How can we fix this?

To put simply, you will focus on what your headlines will
say and how you’ll capture their attention.
Focus on the goal of each section (as I described just

before this) and reverse engineer what your headlines
would say.
Supporting the headlines.

Supporting text is what I usually call the grey (ish) text
below every headline.
The only purpose of this text is to provide more context and

more information about what the headline already
mentioned.
People won’t read most of it throughout the page but it’s

still important because different people would want to get
more context about certain sections more than other’s and
having this text is great to help all of those people
understand the product.
This is also a great place to answer their objections or just

frequent questions before they even ask them.

Some words about pricing

pages...
This is not very important (or complex) but I know people
will ask this anyway…
Generally, it’s not a great idea to include the price in the

Landing page.
Why? Because you want to encourage people to give it a

try and keep them focused on the benefits before they think
about the price. Let people realize the value of your product
after a free trial or demo.
It’s only a good idea to show the price on a Landing page if

you’re way cheaper than the competition which is rarely the
case.
“If you can’t be the cheapest there’s no benefit in being the

second or third cheapest”.
Dammit, couldn’t find who said that but those were some
wise words!

Creating the “perfect” pricing page
Don’t overthink the pricing page! They are really quite
simple, here’s the basic structure:
1- Price anchoring: compare your price to something else

before showing the price to make it seem cheaper.
This is super powerful and not very common.
The easiest way to do this is by asking a question: “How

much is X benefit worth to you?”
The reason this is powerful is that you’re asking them a

question so they will have to figure out how much is worth
to them before they see the price.
Hopefully, you’ll change their mindset and made them see

the product as an investment instead of an expense.
E.g. In one of my projects I worked with an AI company that

built a tool to practice for the SAT so I used “How much is a
great education worth to you?” as an anchor. I also could
have used “How much is a better SAT score worth to you?”
or even the avg number of increase in the score the
students get using the tool.

2 - Show the plans: it’s pretty straightforward...just use a
column layout and display your plans. Make sure you can
clearly see the main differences between them so people
can compare them properly.
Pro tip: Always explain who’s that plan ideal for so people
don’t get overwhelmed. E.g. “Ideal for teams bigger than 50
people”.
Of course, the price itself might need to be optimized but

that’s not about the website it’s about market-fit. Price
Intelligently has great resources about this.
3 - Include a FAQ: people will have questions about what’s

included, how the payment works and so on...regardless of
how well you explain it. Make sure you include all of the
answers so you don’t miss out on conversions from people
that didn’t bother to ask.

Using Reference to Improve

Your Results
Only go through this step after you have your content
fully defined.
It’s important to get reference and learn from some good

examples but you have to understand you’re probably
taking them out of context.
What works for someone might not work for you, plus you
don’t even know the reasons behind a particular design or if
it’s even working!
How to use reference properly

The simple answer to this is pretty much not using
reference before you have your content defined (done all of
the previous exercises).
It will help you not to get biased or get too much

“inspiration” in other people’s ideas that might not even
work.

Once you have the content defined, simply start looking for
Landing page inspiration websites to get some reference.
Most of the examples are not necessarily good for

conversion so you need to focus on individual sections
not the website as a hole!
This means, looking for great ways to present the

testimonials, good examples of explaining the product, the
benefits or whatever you can learn from a certain example.
How to gather all of this reference

For landing page inspiration I like to use lapa.ninja.
Honestly all of these websites have very similar examples

but the reason I like this one the most is because it has
several categories that will help you get more specific with
the things you’re looking for.
Then to save all of these awesome ideas simply screenshot

them either with your OS default tool or get this chrome
extension if you want to screenshot entire pages at the
time.
To gather all of these I usually use a combination of a

folder on my desktop and a Pinterest album.

To be honest, this step is more up to you just use what
suits you best.

Exercise #6
Create Your Badass Landing

page For SaaS
copy and paste).
#1 - Map out the structure of your page

Take the exact structure of the page I gave you in this book
an write it on a document (template here, on the last
exercise!).
#2 - Re-use your answers

Use the answers to your previous exercises as bullet points
and write a very brief version of them on the document.
There’s an example in the template.
#3 - Define the titles for the entire page

Now that you have an idea of what should go on each
section (header, problem, how it works…) start to define
the titles for the subsections (things inside the header,
problem, how it works...).

Make them short and specific, here’s a great website filled
with good copy examples. Not necessarily for SaaS but you
can still learn from most of the examples anyway.
#4 - Define the images

If you have the titles defined you already know exactly what
the content of the page would be so now it’s time to use
images to help illustrate that.
Use images related to the titles you are using, it doesn’t

have to be special if you can’t do custom images.
Here are a few free resources:
- Undraw.co: get 500 free illustrations to help you

explain your points.
- Use screenshots from the product (ideal when
explaining the solution/”how it works” section). Use
screely to make them stand out more.
- Stock photos: I wouldn’t recommend these unless you
tweak them and choose the right ones. It’s still a
possibility tho.

#5 - Finish the copy
Since your titles and images are already defined simply fill
the text below the titles with something related. Use them to
provide more context to what the titles explain.
The only people who read these are the ones who would
be likely to have a question or objection regarding a certain
point on the page so make sure to answer some of the
objections identified in the respective exercise to help you
come up with this copy.
Don’t get stuck!

There are only 2 reasons why you might get stuck after the
exercises I gave you regardless of how experienced you
are with Landing pages.
1) You didn’t answer the exercises clearly enough. The

better you organize your ideas the easier it will be to turn
them into a page. Maybe go back to your document and
only keep the 80/20 of all of your info. It might make
everything much easier to check at a glance.
2) Your brain doesn’t have enough reference. Let’s face

it, ideas come by unconsciously connecting ideas that
you’ve seen before. The more reference you use the more

mental models you’ll have over time and the easier this
process will get. If you’re looking for landing page
inspiration use lapa.ninja and if you’re stuck on how to write
the copy use Nishi.
Oh...and don’t be hard on yourself, this is likely to

happen to anyone!
Honestly, I think this still happens at least 1 time for every

project I do but if you have the right resources to get
unstuck (as explained above) it’s really not a problem!

Section #4 - Quit your bull shit!
False Beliefs & How Their

Are Holding You Back
You might be asking yourself...Why include this chapter in
a book about Landing pages?
Well… in this marketing world, specially the CRO part is

filled with bad advice and a bunch of BS.
You’ll end up believing too much of it or just have the wrong

expectations about certain things regarding SaaS landing
pages and funnels.
This chapter will help you get rid of all of that BS so you
don’t focus on things that don’t work, but instead, timeless
principles that will help you every time!
Keep yourself in check about these false beliefs whenever

you have to come up with a new page.
Myth #1 - Increasing Conversions

Increasing conversions might seem like a great goal but
honestly, it really isn’t.

Increasing conversions is not always related to increasing
revenue which is the underlying goal.
Let’s say (for example) that one of your pages is converting

poorly and you optimized the crap out of it...Will that
increase revenue?
Not necessarily...That it’s not taking into account the other

steps/pages before and after that page, this means you’ll
have one of these two problems:
1 - The problem is actually from the referring page (the one

that linked to the page you wanted to optimize).
2 - You might have increased the conversion on that page

but your pushing the problem to the next step of the funnel
(the next step won’t convert that well or at all) which doesn’t
result in more revenue anyway.
See the problem?
Whenever I do clients projects I don’t really focus on the

conversions rates that much, the most I’ll do is use them as
a baseline.
Who cares if you only convert 1% of your traffic? That’s not

the point!

You want to focus on customer acquisition cost not
conversion rates.
What would you prefer?
Creating a system that you can spend $500 and get

$1000+ or going from 1% to 2% conversion rate?
I’ll tell you mine...I’d be spending $500 all day long!
Always remember...focus on customer acquisition cost

and predictable systems not on conversion rates!
Myth #2 - Industry standards

This is honestly the stupidest thing ever…
How the hell does it matter if a certain company or the avg

company converts at 2% (e.g.)?
They don’t have your customer LTV...
They don’t have the same customer acquisition cost...
They don’t have the same traffic...
They don’t have the same website...
They don’t sell the exact same product...

How the hell is that a valuable comparison?
It’s simply not!
Remember, only compare your conversions rates with your

previous conversions rates...that’s it, it’s plenty!
Myth #3 - Small tweaks, magic results

You heard this already…
Change a color, the copy of the button and BANG! 2x the

conversion rate.
That’s a fantasy, it doesn’t work.
When did stupid small efforts lead to big results?
SPOILER: Never…
That’s why this book focuses on identifying problems,

objections, language, benefits and so on…
Those are the real reasons behind massive results, there’s

literally no other reason. It’s human nature!
Remember, when you catch yourself wanting to do

insignificant tweaks ask yourself what’s the real reason

behind a conversion problem and go back to the exercises
in this book.
Myth #4 - Analytics
Don’t expect analytics to give you all of the data you need
to understand exactly what’s going on.
They are just not capable of doing that, numbers don’t tell
the whole story…
You see, funnels are not unidirectional...People will come

back to the website a bunch of times and visits a bunch of
random pages in a order you didn’t predicted…
That alone will screw up all of your numbers!
Use analytics to compare your previous results or simply try

to identify where or when people are leaving or coming
from.
That’s 80% of why analytics is useful for…
Why? Because the reasons behind those numbers are just

too complex for them to track, it can’t read people’s minds!
Don’t make all of your decisions based on that data, it can

be totally biased.

Instead, focus on the real motivations behind buying
decisions such as problems and benefits.
Don’t try to remove all of your guessing from your

process (it’s impossible!), try to make better guesses
instead!
Myth #5 - Split testing

This is fairly similar to the mindset behind doing small
tweaks…
Let’s be honest, 99% of companies doing split tests don’t

have the resources to do a proper test.
They don’t have enough traffic to test it properly.
The differences between the versions aren’t big enough to

achieve statistical significance.
Or put simply, it’s more effective to focus on getting more

traffic than increasing conversion rates by 0.1%.
Split testing achieves a point of diminishing returns way too

fast and if you don’t have the requirements above I would
recommend you to avoid them altogether.

It’s also very convenient that most of this
advice/articles/videos come from the billion split
testing tools out there...Ever noticed that?
Myth #6 - The Buyer’s Journey

Most people are not ready to convert right away and you
simply can’t expect that to happen.
According to the buyer’s journey:
- 30% Aren’t interested (won’t ever convert).

- 30% Don’t think they interested (aren’t aware of the
solution to their problem).
- 30% Not thinking about it (don’t see your product as
the solution).
- 7% Open to buying (you just need to answer a couple
of objections).
- 3% Ready to buy (you just need to deliver the right
message for them to feel it’s a good decision to
convert).
Converting people that are ready to buy is very easy,

but what about the other 67%?

The biggest companies in the world have mastered the art
of turning a person that is apparently not interested into a
customer over time.
But how can you do this too?
You want to focus on alternate cta’s. These CTA’s have

a lower commitment but will still help visitors get further in
their buyer’s journey.
Things like articles, lead magnets, demos, videos

explainers and great for this.
But the real point here is for you to think about...What

would be the steps to turning someone who’s not fully
interested into someone who’s ready to buy?
Here’s your goal of the alternative CTA’s over time:
1- Make people problem aware (educated them on the

problem their having so they want to understand the
solution).
2- Make the problem aware people aware of what the

solution is (show them the product).

Myth #7 - The Launch Mindset
God, I hate this one…
This is the mindset that a product launch will magically get

all the attention needed to sell a product.
You would launch a product or do a press release and

magically the right customer would come to your website
and convert.
Oh...and it wouldn’t happen just during launch day, it would

happen everyday until...the next launch?
I hope you understand how stupid this is...This is an excuse

to forget about proper marketing.
You see, you want to focus on acquiring customers

consistently every day, not in magical huge burst of them.
Once you have that predictable system (what I help clients

to build) you can focus more on individual goals over time
such as:
- How can I decrease the customer acquisition cost?

- How can I get more targeted traffic to the website?
- How can I increase the customer lifetime value?

These are the only 3 questions the best SaaS
companies in the world focus on (not launches).
Focus on consistent results overtime, that’s it.
Myth #8 - Marketing Channels

This is going to be a hard pill to swallow, if your “sensitive”
you might has well skip this.
Here it is: It’s not the channel’s fault, it’s yours!
Look...I don’t mean to insult you, I just want to help you

understand that all of us discard awesome opportunities
just because we believe it doesn’t work or it hasn’t worked
in the past.
Through my calls with a ton of SaaS founders I’ve noticed a

ton of false beliefs about channels (followed by the true
reason):
- “Facebook ads don’t work”. Tried the most generic

targeting ever and wasted $$$.
- “Google Adwords doesn’t work”. Went for the most
generic and expensive keywords, sent the traffic to a
shitty landing page and it didn’t work.

- “Conversion optimization doesn’t work”. Changed the
color of a button and didn’t get rich...
- “Content marketing doesn’t work”. Hired an agency to
write unrelated content, got almost no views and still
expects conversions.
- “Demos don’t work”. Didn’t have a script, completely
winged it and expects to get a sale on every call.
- … a million other excuses people come up with.
Look, this was obviously a bit of an exaggeration but I’ve

seen people believing this and acting accordingly.
Next time some channel doesn’t work, don’t assume

it’s the channel’s fault and move onto the next shiny
object…
Simply assume you didn’t know how to get it to work and

learn from someone who has done it in the past.
Myth #9 - The “hypocrite”

Well, I think this one will be a hard pill to swallow too…Ups!
Anyway...this is about a mindset that is super destructive

and something I realized through my own experience...

I was always very frugal, I RARELY spend money that is
not on my own self education but still, this was holding me
back (a lot!).
I was always aware of this issue, but when I was starting

my business it’s obvious that investing is hard since you
have little money to spend...
You see, I always waited to get more money from a project

before I would re-invest in myself again and that was the
very thing that was holding me back and slowing down my
progress.
I know I’m rambling a bit so here’s the takeaway:
You can’t sell, if you don’t buy!
I didn’t come up with this...some of the most successful

marketers and sales man have explained this a million
times and that’s how I was first exposed to this idea.
If you don’t buy you can’t see how other people are doing it,
you can see how they overcame your own objections, you
can’t learn the strategies that you’ve never went through!

So try to at least consider buying more helpful stuff or
becoming a customer to other SaaS companies, that’s an
incredible way for you to see what actually works.

The End
Conclusion
This was been the compilation of most of my knowledge
and experience around optimizing websites for SaaS
companies.
Hopefully you understood that these are timeless and

universal principles and how you can ignore everything and
everyone and still get great results from this book alone.
I also hope you take tremendous action on this and even

come up back to read it several times.
If you do, I would love to hear how it went:

pedro@cortes.design
Best of luck!
Pedro

About the author
I’m Pedro Cortés. A Marketing and Design consultant
passionate about the unique challenges of SaaS
companies.
I’ve worked with companies that have been VC backed by

Seedcamp, 500 Startups, Boost VC and YC SC as well as
some 8-figure bootstrapped SaaS companies.
My projects consist of using the exact same process as

described in this book.
I help SaaS Companies improve their messaging and

positioning so they can convert more visitors into
customers, predictably.
If you’re interested in discussing a potential project project

and how I can help you (or you just want to say hi feel) free
to email me:
pedro@cortes.design

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Table of Contents

How to use this book 5

How to Find the Message that Will Attract More Customers 7

What’s the best target to sell to? 8

Who should you sell to? 9

Who could benefit from your product the most? 9

Who’s already paying you for your product? 9

Who’s bringing 80% of the revenue? 10

Who’s already spending money trying to fix a problem (or get a

How to Find the Problems People are Willing to Pay for 11

Explaining the problem and conversions 12

Who should do this exercise? 13

How to find these problems 13

Which problems are your customers willing to pay for? 16

Why do people fail to fix their problem on their own? 17

How to Turn Problems into Benefits 18

What Are The Added Benefits People Would Pay for? 20

What’s unique about your product? 20

What’s the result people want? 20

The SaaS Landing Page Blueprint​ 1

What Objections Do Potential Customers Have? 23

What are the frequent questions regarding the product? 23

Which of those questions are related to things that are keeping

What common misconceptions do people have about the

Why do they hesitate to take action? 24

How to Speak Your Customer’s Language (to convert more of

Don’t try to be a “smartass” 27

What Are The EXACT Terms Your Customers Use? 29

How do people describe the problem? 29

How do people describe the (possible) solution? 30

The Formula for a Conversion Driven SaaS Landing page 31

Initial Social proof 34

Reinforcing the benefits 35

More Social Proof 36

The SaaS Landing Page Blueprint​ 2

Defining all of the copy 38

The headline approach 38

Supporting the headlines. 39

Some words about pricing pages... 40

Creating the “perfect” pricing page 41

Using Reference to Improve Your Results 43

How to use reference properly 43

How to gather all of this reference 44

Create Your Badass Landing page For SaaS 46

#1 - Map out the structure of your page 46

#2 - Re-use your answers 46

#3 - Define the titles for the entire page 46

#4 - Define the images 47

#5 - Finish the copy 48

Don’t get stuck! 48

False Beliefs & How Their Are Holding You Back 50

Myth #1 - Increasing Conversions 50

Myth #2 - Industry standards 52

Myth #3 - Small tweaks, magic results 53

Myth #5 - Split testing 55

Myth #6 - The Buyer’s Journey 56

The SaaS Landing Page Blueprint​ 3

Myth #8 - Marketing Channels 59

Myth #9 - The “hypocrite” 60

About the author 63

The SaaS Landing Page Blueprint​ 4

It contains my EXACT step-by- step process that I’ve used

Including actionable exercises that you can use with a

Isn’t that crazy?

The SaaS Landing Page Blueprint 1

The SaaS Landing Page Blueprint 2

The SaaS Landing Page Blueprint 3

The SaaS Landing Page Blueprint 4

That’s my goal...Once you finish the book you will be

All of the content in this book is universal and timeless.

The SaaS Landing Page Blueprint 5

The SaaS Landing Page Blueprint 6

The SaaS Landing Page Blueprint 7

The SaaS Landing Page Blueprint 8

You can find the template to answer this exercise here.

The SaaS Landing Page Blueprint 9

The SaaS Landing Page Blueprint 10

The SaaS Landing Page Blueprint 11

The SaaS Landing Page Blueprint 12

I’m saying you need to find the problems worth fixing in

The SaaS Landing Page Blueprint 13

Product reviews: In the good ones you’ll find benefits and

Demo/Sales calls: These are the best option you could

The FAQ’s: It could be both frequent questions and

The SaaS Landing Page Blueprint 14

Comments/questions from articles, videos or any other

Amazon best sellers: Look at the the best sellers

Competitor's analysis: reviews, comments, questions

The SaaS Landing Page Blueprint 15

The SaaS Landing Page Blueprint 16

The SaaS Landing Page Blueprint 17